Turning Viewers into Fans: How ITV Leverages Social Media to Drive Engagement and Revenue
ITV has long been a cornerstone of British television, known for its iconic programmes and household names. But in an era where traditional TV competes with a myriad of digital distractions, the broadcaster has had to evolve its strategies to not just maintain viewership but to transform casual viewers into dedicated superfans. Claire Hoang, Vice President of Social Media at ITV Studios, has been at the forefront of this transformation. In a SocialDay session, she unveiled the tactics that have successfully turned ITV’s viewers into passionate customers who engage deeply with the brand across multiple platforms.
From Viewers to Superfans: ITV’s Unique Approach
Unlike typical marketing strategies that start with a product and work towards building awareness, ITV flips the model on its head. As Hoang explained, ITV begins with an established audience—the viewers of its popular shows—and works to convert them into fans and, eventually, into customers. "My job is to take viewers and turn them into superfans who are willing to spend," she said. This reverse funnel approach allows ITV to tap into an existing, engaged audience and gradually deepen their relationship with the brand.
ITV’s strategy is rooted in the strength of its content. Shows like Love Island and Coronation Street aren’t just TV programmes; they are cultural touchstones that already command a loyal following. By leveraging these shows' popularity, ITV can introduce merchandise, live experiences, and digital content that resonate with fans on a deeper level.
Leveraging ITV’s Ecosystem
A key element of ITV’s success is its ability to utilise its vast ecosystem of channels and platforms. Hoang highlighted the importance of coordination across ITV’s resources, from television adverts to social media campaigns. "Most of my budget goes on creating TV adverts, but I don’t pay a penny for the airtime," she noted. This strategic use of in-house resources ensures that ITV can maintain a strong brand presence without the need for excessive external spending.
Social media plays a critical role in this ecosystem. For ITV, social platforms are not just another outlet for promotion but a space where the conversation around their shows continues long after the credits roll. The buzz generated on platforms like Twitter, Instagram, and TikTok often mirrors or even exceeds the chatter around the actual broadcasts. This ongoing dialogue helps to keep ITV’s shows relevant and top-of-mind for viewers, driving deeper engagement and, ultimately, sales.
Insights from ITV’s Social Media Playbook
Hoang shared several key insights from her experience, offering practical advice for brands looking to replicate ITV’s success:
Maximise Your Assets and Access: ITV’s social media team has unparalleled access to behind-the-scenes content, which they use to create unique, engaging posts. "Everyone has something unique that only they have access to," Hoang explained. Whether it's exclusive footage from a set or candid moments with talent, these assets can be incredibly valuable in connecting with fans.
Timing and Placement Are Crucial: Understanding when and where to place content is just as important as the content itself. Hoang emphasised the importance of posting at the right time and on the right platforms to reach the intended audience. For example, content for Coronation Street tours, which targets an older demographic, is more effective on Facebook than on TikTok.
Authenticity in Influencer Partnerships: Initially, ITV struggled with influencer marketing because they chose influencers based solely on follower counts rather than their genuine connection to the shows. Now, ITV focuses on working with influencers who are true fans of their content. This shift has led to more authentic promotions and better engagement.
Use Free Tools Wisely: Hoang also pointed out the power of free tools offered by platforms like Facebook, Instagram, and YouTube. These tools can help brands enhance their e-commerce efforts without additional costs, ensuring that the content reaches a wider audience organically.
The Bigger Picture: Coordination Across Channels
ITV’s strategy doesn’t rely on social media alone. Hoang was clear that while social platforms are vital, they are just one piece of a larger puzzle. "Social media is part of a larger ecosystem," she explained, "and it’s important to coordinate efforts across all available channels." This means using everything from CRM systems and email newsletters to in-app promotions and even on-air continuity announcements to drive engagement.
For ITV, the goal is always to maximise the value of every interaction with the audience. By aligning all parts of the business—content production, social media, merchandising, and live experiences—ITV creates a cohesive strategy that turns passive viewers into active participants in the brand.
Turning Fans into Customers
Ultimately, the success of ITV’s approach lies in its ability to convert engagement into revenue. Whether through merchandise sales, event tickets, or premium content, ITV’s strategy is about more than just building a fanbase; it’s about turning that fanbase into paying customers. By focusing on superfans—those most likely to spend money on the brand—ITV ensures that its social media efforts directly contribute to the bottom line.
As Claire Hoang’s session demonstrated, ITV’s approach to social media is a masterclass in how to build and maintain a loyal audience in the digital age. By leveraging its content, coordinating across channels, and focusing on authenticity, ITV has created a model that other brands would do well to follow.
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